Google Is Adding Its Fast-Loading Mobile Pages to Search and Display Ads

It's moving beyond websites

A couple of years ago, Google launched a program called Accelerated Mobile Pages, or AMP, to speed up the mobile web. Now, it wants to do the same with two of its most lucrative sources of revenue: search and display advertising.

During the company’s Google Marketing Next event today in San Francisco, Google announced a beta test for AdWords advertisers that plugs the fast-loading pages into search ads. Instead of directing traffic to an advertiser’s site, Google is experimenting with an option that directs users to AMP pages. Johnson & Johnson, eBay and Toll Brothers have experimented with AMP landing pages for organic search results.

Here’s a video showing the load time of a Listerine ad with and without AMP.

The company also said it’s working to build the technology into Google Display Network, which powers ads across 2 million websites. Google also implied in a blog post that AMP pages address advertisers’ viewability concerns. The company claims AMP-enabled ads load five times faster than the average display ad.

According to Google, the median load time for AMP pages is less than one minute, and companies have deployed 2 billion pages across 900,000 domains in 18 months.

“When ads load fast, people are more likely to see them,” wrote Jerry Dischler, Google’s vp of product management. “That means media budgets work more effectively, and messaging strategies realize their full potential. Fast-loading ads also create better experiences for users.”

Google also made a string of announcements about analytics, including a new product called Google Attribution that pulls and analyzes data across AdWords, Google Analytics and DoubleClick Search.